[Apple's iPhone OS 4.0 offers iAds, a new way of displaying and viewing ads on a mobile platform.]

By Brad Stone (NYT) -- "Echoes of the last Apple hype cycle have not yet faded, and another begins. Today (April 8) on Apple’s campus in Cupertino, Calif., the company offered a “sneak peek” into the future of the iPhone OS — the software that will likely run the next version of Apple’s iPhone, which may be released this summer."